Marketing exists in a dynamic environment where global forces, competitive rivalry and a blurring of cultures, industries, and economies are often totally unpredictable. This book details the fundamental principles that underpin marketing knowledge and incorporates leading-edge concepts that will assist students to gain a more complete understanding of what marketing is about. The authors outline New Zealand's marketing progress and environmental developments by giving industry examples; this approach offers both a local perspective as well as an awareness of New Zealand's growing role on the global stage. Marketing Principles is intended as an introductory course in marketing for New Zealand tertiary students. It is suitable for both degree-level students and students of NZDB 141.The writing style strikes a balance between formal and informal and caters for the growing number of students who have English as a second language.